Love means understanding.

An independent campaign proposal exploring whether useful, carefully bounded pet-care support could build trust in AI. The visual evidence shows the planning behind the idea.

The work, up close.

4 visuals · Select to enlarge

GemVet measurement table proposes holdout size, randomisation, read windows and a decision rule. — Original pilot measurement proposal with a 4% control group and later decay checks. The allocation is a candidate design, not an experiment that has taken place.

GemVet planning table divides a hypothetical pilot budget into six creative, media, partnership and measurement categories. — Original GemVet budget model: six categories total £12.745 million. These are planning assumptions, not approved spending, supplier quotes or actual partnership costs.

GemVet table links four proposed campaign objectives to metrics, target gates and a reason to measure each. — Original proposed campaign targets. Percentage uplifts are planning goals, not achieved results; each needs a baseline, metric definition and evaluation design.

GemVet measurement architecture lists creative testing, site analytics, search, social, partner and external-validation layers. — Original proposed measurement architecture. Named systems and research providers are possible tools, not contracted partners or evidence that measurement has taken place.

The brief

Explore whether bounded, useful pet-care information could build trust in an AI service.

My contribution

Creative platform and audience strategy
Hypothetical channel and partnership plan
Scenario budget
Incremental measurement design

The approach

Develop a six-month hypothetical UK pilot around “Love means understanding”, with explicit limits, proposed partners, a scenario budget and a comparison-group design.

What the work shows

Four original planning tables document budget, proposed objectives, holdout design and measurement architecture. These are planning evidence, not finished campaign posters.

Read the related analysis